Advertisers Respond To Google’s ‘Eliminate Redundant Keywords’ Update

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What method to ring in the new year with a fresh Google Advertisements update?

On January 4, Google emailed advertisers who presently have the auto-applied recommendation “remove redundant keywords” enabled on their accounts.

The e-mail stated starting January 19, Google will begin eliminating redundant keywords throughout different match types.

Initially reported by Robert Brady through Buy Twitter Verified, marketers quickly took to numerous social media outlets to share their issues over the new update.

What’s Changing?

Presently, one of Google’s auto-applied ideas enables the system to remove redundant keywords of the same match type within the same ad group.

With the January 19 upgrade, Google’s upgraded its policy to eliminate redundant keywords across various match types.

Basically, Google will remove phrases or specific match keywords if a broad keyword covers the search inquiry.

A part of the email from Google below outlines more information:

< img src="https://cdn.Best SMM"alt ="Google's change to the

redundant keyword policy will go into result on January 19, 2023.”/ > Advertisers Alike Cause Outcry Greg Finn didn’t keep back his opinion on the policy update statement: On what world does this

make sense? Google Ads is changing the definition & execution of a suggestion AFTER IT HAS ALREADY BEEN APPLIED. This ought to be a various suggestion. How could anybody EVER use a @GoogleAds recommendation to an account again? #ppcchat

— Greg Finn (@gregfinn) January 4, 2023

Other online marketers chimed in on Greg’s post with similar beliefs:

So, what makes this update so controversial with marketers? As others have pointed out, one of the main concerns is that Google has altered the meaning of an existing auto-applied recommendation. With such a substantial modification, it’s argued that

this should be a brand-new recommendation for advertisers to opt in or opt-out of. Another concern is around Google’s ability to resolve context and sentiment in a proper matter. Lastly, the consensus is that these updates are again focused on small companies and novice online marketers to handle their accounts more effectively.

But where does that leave the knowledgeable marketers who have spent years screening and perfecting their keyword strategies?

Google Ads Liason Attends To Marketer Concerns

After reaching out to Google for remark, the main Google Advertisements Liason reacted via Buy Twitter Verified on January 5:

Marketer Mike Ryan assembled a well-thought-out action that was favored by the pay per click community on LinkedIn. He consisted of a recommendation to assist avoid circumstances like this in the future. The thread continues with extra clarification and Frequently asked questions:

In the thread reply, Marvin resolved the following from Ryan’s letter:

  • The test went through multiple models prior to introducing
  • The test was stopped briefly early on due to a bug
  • Numerous experiments at a time can trigger interaction difficulties
  • General results of the redundant keyword experiment were positive


If you are already decided into Google’s auto-applied recommendation to eliminate redundant keywords, the new policy will go into effect on January 19.

The new policy will not make any retroactive modifications to your account. However, since this is not a new recommendation, you would need to disable this auto-applied recommendation if you do not wish to take part.

A significant modification from Google so early on in the brand-new year could be a sign of even more substantial changes later on.

The open dialogue between advertisers and the Google Ads Liason is an excellent action towards more transparency and consideration for all online marketers– beginner or experienced.

A special thank you to Google Ads Liason Ginny Marvin for quickly resolving advertisers’ questions and transparently.

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